Global trends

Health and wellbeing

Health and wellbeing have become a preoccupation everywhere. Around the world, this is driving the same kind of changes as we’ve seen in the UK – the growth of “better-for-you” drinks and more natural ingredients. There’s increased demand for functional benefits, reflected by strong growth in sports and energy drinks across all the markets reviewed. This trend means the UK is likely to see launches of products that are already successful in other markets.

Bottled water

In many markets, that most natural of drinks – bottled water – is still gaining ground. In the USA, Republic of Ireland and Australia, where it has a relatively small share of the soft drinks market, it’s seeing significant growth. It is only declining in countries such as France and Germany, where it already accounts for over half of market volume. Last year’s Soft Drinks Report suggested that the UK still represented a growth opportunity for water. In 2007 that opportunity failed to materialise, as Britain received more than enough water from other sources, with regular flooding and record rainfall. But the potential for further growth remains.

Industry expert

“Today’s markets are shifting as increased globalisation and further EU integration create both new trading opportunities and more complex legislative processes. The health and wellbeing trend is evident across the globe, shaping consumer demand in countries as far apart as the USA and Australia. The UK consumer is already there, and soft drinks manufacturers have evolved as a result. Successes in other markets can provide valuable pointers for UK innovation, and trends overseas can provide early indication of emerging opportunities.”